Self-Promotion Contest -- First Impressions Really Do Matter
Speaking of packages, the movie reel tin containing a package of popcorn and an introductory card was enticement enough for our judges to want to watch the video.
"To date, we have distributed 158 video introduction kit packages or single videos," notes Sylvia Konkel, vice president of marketing. "Our sales force reports that after sending the video package to a prospective customer, they are more than 50 percent likely to get an appointment with the contact on the next phone call because the contact is already warm to the offer.
"In the past year, we have converted 15 percent of the new customers who received the video package and/or viewed the video as part of their introduction to EU Services. We also have had existing customers use this video as a training tool for their new print and mail buyers. We believe the video will continue to enhance our marketing efforts and add value by helping to decrease the lead-to-conversion cycle for our sales force."
Warming to the Task
The Gray Printing Co.
WITH VOICE mail placing a gate keeper at everyone's doorstep, Scott Gray, vice president of sales and marketing, instead sought a way to make potential clients pick up the phone and call Gray Printing. Knowing that Gray Printing, a 114-year-old, family-owned business, needed to wow prospects to get them to call, the printer devised the coolGray/warmGray promotion.
The hook begins with a prospect receiving a can opener with the message, "Hang on to this opener. . . You'll really flip your lid."
A week later, the prospect receives a paint can-styled cylinder through the mail, personalized with the prospect's logo from a Website or the prospect's business card. A message inside the can reads, "We're with it, we're cool and we want to be in with your hip crowd. We'd like to talk to you about our direct-to-plate..." Along with the note and a request for the prospect to call and set up an appointment is a pair of coolGray sunglasses.